5.1 Introduction

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals.
The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change.
You will learn and practice the following skills:
1. How to build brands from a broad organisational perspective
2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome)
3. How to build brands in multi-brand companies, across cultures and geographies
4. How to measure brand health in new ways, that is, internally in addition to externally
5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets.
This course allows you to develop the following aspects of yourself:
1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today
2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation
3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”

審閱

AV

thanks,\n\nthe concept suggested are very crisp and clear. easy to understand and implement in our business and profession. the example shared were also very relevant and eye opener.\n\nThanks Again

SD

Jun 01, 2020

Filled StarFilled StarFilled StarFilled StarFilled Star

I was thankful for the coach/facilitator who helped me in enhancing my knowledge on Branding issues and giving new meaningful insights on different aspects of Brand Management.\n\nThanks once again!

從本節課中

Brand Metrics & Returns

Welcome to Module 5! In this module, we'll cover the following topics: How brands create value; Why brand valuation is not the same as the value brands create; How to design a strategic and cross-functional brand dashboard. As well as the lecture videos, you will also be learning through interviews with David Haigh, CEO of Brand Finance. There are optional readings to supplement your understanding, a quiz with 6 questions to test your learning and a peer review assignment which asks you to reflect on your learning throughout the course.

教學方

Nader Tavassoli

腳本

[MUSIC] Welcome to week five, the last of the five weeks. This week we're going to try to put everything together and we're going to take, really, a business view of matters. So, how do we think about brands creating value? How do we think about brands as separate from the business in this process of value creation? For example, how might we value the brands when they go on the balance sheet? And we also want to think about, what are the kind of metrics, how do I track the health of the brand. How do I know strategically whether I'm on the right track? And we're, again, going to talk about some of the more traditional approaches to estimating the value of the brand to the enterprise. And we're going to take a new perspective on matters. And we'll round out this module by designing a dashboard which you can use in order to drive your business forward. [MUSIC]